Factors Affecting Repurchase Intention towards Luxury Hotels – A Mediation Analysis of Guest Satisfaction

Abstract

This paper proposes the conceptual framework to illustrate the relationship between independent factors and Guest Repurchase Intention through Guest Satisfaction. These independent variables are identified as Service Quality, Information Communication Technology and Brand Image. The Service Quality has five sub items which includes Tangibility, Responsiveness, Assurance, Reliability and Empathy. Quantitative Method was mainly applied by using questionnaires to deliver 253 visitors staying in luxury hotels in Ho Chi Minh City. The result of this research demonstrated that there are five factors have directly considerable effect on Guest Repurchase Intention. The Guest Satisfaction obtained the highest effect among five factors. Of those independent variables, the relationship between Brand Image and Guest Satisfaction is the strongest one. According to the discussion of findings and managerial recommendations, this study is beneficial not only for guests but also for hotel's managers. Guests can read this study to get reference; hotel's managers can read to find the solution to get profit for their work places.Index Terms-Tangibility, responsiveness, information and communication technology, brand image, guest satisfaction, guest repurchase intention.